[Column] James Bayhack: How mobile service cloud can transform customer experience

Service, service, service. That’s been the call for businesses that want to keep their clients happy and turn one-time customers into lifelong fans. Now, however, the focus has moved to brilliant customer experience. But what does this mean? And why are we seeing the shift?  

Think about how you do business today compared to just a few years ago. Customer service was measured by metrics like how many rings there were before your service department answered. In addition, were your retail staff smiling and pleasant, and did your team respond to a customer email timeously? While customer service is still crucial, there’s a lot more to it in today’s multilayered, omnichannel world of business. 

What is Customer Experience (CX)?

Customer experience is how your customers perceive their interactions with your company or brand.  

From navigating the website to contacting customer service and receiving the product that they ordered, customer experience is the sum of every interaction the customer has with your company. It impacts their feelings and emotions, encompassing their entire customer journey. It also determines whether or not they come back. 

A recent report by integrated customer experience company Ajua found that 81% of Kenyan companies with strong capabilities for delivering customer experience are outperforming their competition. By contrast, 91% of customers will not do business with a company a second time if their first experience is negative.

Findings also suggested that certain industries have upped their CX game and are experiencing growth even in a pandemic. These include banking, insurance, retail, and food and beverage. In the Telco space, Safaricom ranked top in terms of customer experience.

So, some companies are getting it right. Now, the question is, how can you do the same? With such a broad range of expectations, how can you narrow down the most critical factors and eliminate friction where it matters most? You’ll be thrilled to know we’ve done the heavy lifting for you and the easiest solution lies in mobile service cloud.

Here’s how this smart technology helps to solve the most common customer issues.

Creating bulletproof CX in 6 key steps

Omnichannel Inbox

In a single, convenient inbox, you can manage conversations from all channels. This solves the issue of long wait times when customers have a problem or question as it places all communication in one place for easy reference and super-fast response.

It’s common for many customers to conduct research before purchasing something from your company, and checking different platforms is one way of doing this. Whether they trust you or not depends on the quality of information they find and your responses along the way. 

An omnichannel inbox allows you to deliver a brilliant customer experience on all channels. Don’t you agree that it looks unprofessional if you respond quickly via live chat but not at all via Facebook? When customers receive excellent service, they will tell their colleagues and friends about it.

Communication Stream

It’s important to communicate with customers wherever they feel comfortable and wherever they are likely to be. 

Remember, CX is built on the somewhat fickle foundation of customer perception. What makes one person irate may not bother another, so it makes sense to cover all bases. Communication can make or break your CX. Lengthy delays, inefficient processes, or insufficient access to information will have your customers rolling their eyes in frustration. 

Customer experience is about strengthening relationships with customers and building bonds through the use of technology.

Chatbots

It used to be considered bad form to chat with a customer via text or any automated platform, but today it’s the norm. In fact, it’s expected. 

Streamline repetitive tasks by automating them. Our system allows you to create your own chatbot to automate conversations and implement quick replies. Your team can serve customers better and more efficiently if you make service easier and faster for them, without weighing them down with unnecessary and unproductive conversations.

Chatbots can reflect the personality of your brand, answer FAQs, and direct customers to where they need to be. Fast. A super-efficient addition to your customer service team, they don’t require sleep so they’re even more perfect for those after-hours shoppers. Your customers will benefit from swift response times for quick questions or enjoy assistance from stress-free and focused staff.

Team Collaboration

The problem of disjointed communication between internal and external teams ends here, as do many customer frustrations.

Remote employees, global time differences, and communication with external parties can get messy and negatively impact your SLAs. And really, your internal communication choices shouldn’t impact your customer’s experience, should they?

Mobile service cloud alleviates this problem by bringing all players together in one place, allowing conversations to be automatically assigned based on skills, or snoozing conversations as needed. It’s like putting everyone in the same room at the same time, relegating forgotten messages or misplaced communication to a thing of the past.

Customer Profile

Develop customer profiles based on data from your CRM or Customer Data Platform. The integration of systems enables you to provide customers with a quicker, more personal service experience.

Data can be displayed right next to the customer’s questions, so there’s no need to search across multiple systems. Improve customer profiles by including all available data and getting more insights about customer impact.

This key area grants your team the information they need to assist a customer, no matter what platform they come from. All data is immediately available to all employees no matter where they are, which, let’s face it, makes you look good!

Statistics

Customers are the lifeblood of a business. This is why corporations are concentrating on how to develop new business and, importantly, retain existing customers. However, if you don’t know where a problem lies, you won’t know how to fix it. 

Identifying and addressing customer issues can be prevented by using reporting tools that uncover metrics that directly impact your business. Other vital statistics such as ‘response time’ or ‘availability’ highlight how your team is coping with their responsibilities and where improvements can be made. The data in these reports is invaluable to improving customer experience and deep-diving into customer experience metrics.

As effective as your management team may be, they can’t be omnipresent. But having real-time access to your channels, your team, business partners, and any other stakeholders you care to track gives you information worth its weight in gold. 

Boost customer service today!

Businesses that adopt a customer experience strategy enjoy success in key areas: their churn rates are reduced, they increase brand loyalty, and revenues are increased. Surely those advantages are worth exploring?

Ultimately, good customer experiences are the most effective form of marketing with the highest ROI. Successful businesses are simply those with happy customers.

ames Bayhack is the Director of sub-Saharan Africa at CM.com